Charlie Rose interviewed Jony Ive and Marc Newson, the candid conversation had both designers sharing a broad array of examples of design and their point of view. The one idea that stands out is caring about what you design and produce. There is an enormous effort and time put into caring, making the complex more familiar, the design and hard work, the raw material selection pay off when people use the product and feel that people "cared" about the details.

"So many companies are competing against each other with similar agendas. Being superficially different is the goal of so many… rather than trying to innovate and genuinely taking the time, investing the resources and caring enough to try and make something better." Jony Ive